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 CSO Perspectives on Data Protection and Privacy

09/23/2014 San francisco CA

OMMA Premium Display @ Advertising Week

09/30/2014 New York NY

OMMA RTB (Real-Time Buying) @ Advertising Week

10/02/2014 New York NY

The Hub Brand Experience Symposium

10/07/2014 - 10/08/2014 New York NY

OMMA RTB (Real-Time Buying)

10/14/2014 London

OMMA Chicago

10/21/2014 - 10/22/2014 Chicago IL

iMedia Breakthrough Summit: The Next Wave of Marketing

10/26/2014 - 10/28/2014 Stone Mountain Georgia

Ad Age Data Conference

10/28/2014 - 10/29/2014 New York NY

CIO Perspectives Houston

11/11/2014 San Jose CA

DEMO Fall 2014 

11/18/2014 - 11/20/2014 San Jose CA

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British marketers’ relevant mobile ads are well received: report

Mobile Marketer
As marketers in Britain continue to move away from broadly targeted mobile ad campaigns, consumers say they are more likely to find ads informative and helpful compared to last year, according to a new report from xAd and Telmetrics. 
 
The second annual UK Mobile Path-to-Purchase Study found that consumers are 76 percent more likely to find mobile ads informative and helpful than last year. Additionally, one-third of respondents reported clicking on at least one mobile ad in the last 30 days. 
 
“The big news is that consumers are really starting to becoming more open to advertising on their mobile devices,” said Sarah Ohle, director of marketing intelligence at xAd, New York. “Positive associations with mobile ads have risen 76 percent since this study was initially run in 2013.
“This is largely driven by the value that mobile ads are now delivering to consumers,” she said. “Value can really be anything from free content to time savings to locally relevant messages.
“This improved level of acceptance ultimately results in greater influence over a brand’s target audiences – and ultimately an increase in its bottom line.”
Of interest
The study reviewed what 2,000 consumers in Britain are doing via smartphones and tablets, capturing preferences and behaviors. 
Key findings include that one in three respondents reported they clicked on an ad because it was something they were interested in or looking for.

UK internet users ‘tolerate’ ads

Warc

Nearly all (98%) internet users in the UK would not be willing to pay the estimated £140 that it would cost each of them if the internet was not supported by digital advertising, new research has revealed.

In a survey that also found high levels of ad avoidance, video ad platform Ebuzzing based its estimate on a division of the UK’s digital adspend in 2013 (£6.4bn) by the number of UK internet users (45m), the Telegraph reported.

Based on the responses of 1,400 UK consumers, the study concluded that they are prepared to accept ads to avoid paying an extra £140, which is roughly equivalent to the compulsory BBC licence fee.

But that does not mean UK consumers warm to ads as they use the internet, Ebuzzing warned.

It found nearly two-thirds (63%) skip video ads “as quickly as possible”, which rises to 75% among 16-24 year olds, and 16% of all internet users employ ad blocking software.

Furthermore, over a quarter of all respondents said they mute their sound and one-in-five scroll away from a video, leading Ebuzzing to warn advertisers that they need to improve their formats.

“It’s clear the ad industry has a major role to play in keeping web content free, but we have to respond to what consumers are telling us,” said Jeremy Arditi, UK managing director at Ebuzzing.

“We need to get better at engaging, not better at interrupting,” he added. “That means introducing new formats which consumers find less invasive, more creative ads that are better placed, and giving consumers a degree of choice and control.”

More positively, the report also found that just over a third (34%) of respondents would be more likely to watch online video ads if they are personally relevant while one-in-five are open to “being able to select the ad I watch”.

Global adspend back to pre-crisis levels

Warc

Next year global advertising expenditure will finally surpass the peak seen before the global financial crisis, although this recovery is patchy with some markets remaining well below the 2007 level, a new study has said.

In its This Year, Next Year report, GroupM, the media management investment operation of WPP, forecast that global adspend would increase 4.5% in 2014 to reach $534bn, and 5.0% in 2015 to hit $560bn.

This progress is not spread evenly, however, as just 17 markets will account for 93% of expected ad growth this year. The US leads the way with an expected additional $162bn of spending, followed by China, adding $76bn. Other countries contributing include Nigeria, Kenya and Vietnam.

Of China, report editor Adam Smith observed that the consumer economy was continuing to grow. “This, plus intensive digitisation of advertising, keeps China ad investment rising at or near double-digits, with no large print legacy to correct,” he said.

The Western Europe outlook, however, was less bright. In the eurozone area, which accounts for 73% of the regional economy, adspend was still 20% below the 2007 peak; amongst those countries hardest hit by the crisis – Greece, Ireland, Spain, Italy and Portugal – it was 47% below the peak.

The report noted that Western Europe also had the world’s most print-heavy advertising, although the downward trajectory of adspend in this medium was slowing from double digits to single digits.

And, according to Smith, Western Europe is also the most-digitised ad region in the world, “though this may finally be maturing to judge by digital ad investment growth slowing from double- to high-single digits in 2014 and 2015″.

In Asia, GroupM warned that the political and economic challenges being faced in several countries – and it highlighted Indonesia, Malaysia, Thailand, Philippines, Singapore and Vietnam – meant that ad growth in the Southeast Asia region would slip from double-digit growth to mid-single.

The fastest-growing markets were expected to include India, Brazil and Russia, although GroupM warned that its Russia forecast – already reduced from 10% to 6% – was dependent on the situation in Ukraine remaining stable.

IDG SMS Wins Social Media Award for Samsung Program

Media Shepherd

mediaShepherd LLC—a web-based company that provides “actionable intelligence” for media brands—announces the winners of the first-ever mediaShepherd Social Media Awards (mSSm Awards). The awards recognize the best of social media efforts focused around a specific campaign, publication, brand or company in various sectors of the media industry.

The 2014 mSSm winners are:

• The Onion. Consumer media brand. The Onion’s overall social media strategy has gained the satirical-news brand millions of followers on Facebook (more than 4.25 million), Twitter (more than 6 million) and Google+ (nearly 2 million). It effectively integrates its YouTube channel with content across all platforms and has a high level of audience engagement.

• Modern Salon. Business-to-business media brand. Modern Salon has an impressive social media following, especially for a b-to-b brand, with more than 34,000 Twitter followers, more than 290,000 Facebook fans, more than 47,000 followers on Instagram, and more than 3,000 pins on Pinterest. It utilizes a variety of techniques and opportunities to promote its brand via social media, including promotion of a live broadcast of the North American Hairstyling Awards ceremony and reliance on unpaid partner promotion (via partners’—such as Aveda, Paul Mitchell and beauty schools—social media sites). Modern Salon also focuses on sharing high-quality images.

• IDG Enterprise. Business-to-business/custom marketing. IDG Strategic Marketing Services created a custom social media marketing campaign on behalf of its client Starcom/Samsung, called “Tablets in the Enterprise.” The campaign included Twitter chats using a unique hashtag to facilitate conversations around key messages and drive awareness of the topic and related solutions. Other components of the campaign included a custom survey on tablet use in the enterprise, infographics, white papers and videos. The campaign, which engaged influential bloggers and IT leaders, reached 513,000 via its #Tablechat discussions, and nearly 8 million impressions.

• MVP Media/Turnbuckle Magazine. Niche/enthusiast media. MVP Media fostered a significant community on Twitter from scratch for the launch of its interactive, digital Turnbuckle Magazine. The campaign achieved a reach exceeding 1 million Twitter users as per reports from SumAll, as well as impressive brand exposure via viral posts that captured hundreds of retweets/favorites. The combined retweet-and-mention reach surpassed 3 million in each of the last two weeks of the campaign, and suprassed 10 million in the last 5 weeks.

• OneName Global (OnG). Publishing industry vendor.  OneName Global utilized a variety of social media platforms, but focused its efforts on Facebook and viral content to grow traffic to OnG’s Facebook page as well as convert traffic to its onenameglobal.com website in advance of the company’s launch in the marketplace. As of Feb. 1, the site averaged 25-30 visitors per day, and via its social media campaign increased that to more than 8,000 visitors a day by the end of February. Since the campaign began, OnG experienced a significant increase in website traffic, totaling 48,745 visitors from the campaign’s start to finish. The company anticipated reaching 30,000 users per day by its launch, a metric which it exceeded (by far). According to Alexa.com, the company was one of the fastest-growing/ranking sites online toward the end of its campaign.

The entries were judged by a panel of social media experts in the publishing industry, and were evaluated based on innovation, campaign execution and level of achievement, budget and staff size, support of the brand, viral nature of the campaigns, among other factors.

US B2B advertising dips

Warc

Overall B2B advertising in the US dipped 0.5% to $10.2bn in 2013 according to a new study which shows the top 100 pulling away from everyone else.

Ad Age DataCenter’s analysis of measured-media spending data from Kantar Media – including estimates of spending across TV, internet (display ads only), magazines, newspapers, radio and outdoor – found that the top 100 B2B advertisers accounted for almost half of the total at $4.9bn. This represented a 3.4% increase on the previous year and stood in marked contrast to the remainder which registered a 3.8% fall in spending.

Advertising Age noted that this mirrored a trend already observed in the overall advertising market which had seen media spending rise fastest among the biggest advertisers (up 3.2% for the top 100, up 33% for 101-1,000 and down 6.6% for the smallest spenders).

Leading B2B advertisers were evidently being increasingly selective about their approach as they increased spending on internet display advertising, TV and outdoor but reduced it in all other media categories.

Internet was the fastest-growing medium for the top 100, up 25.3% in 2013, surpassing magazine spending for the first time. TV and outdoor rose rather more modestly, at 3.0% and 2.4% respectively.

Radio was hardest hit among the remaining media, as spending there declined 13.7%, while newspapers were also badly affected (-9.4%); magazines, however, fared relatively well, as expenditure in both B2B and consumer titles was down only 0.3%.

The top B2B advertiser in 2013 was Microsoft, whose spending jumped 34.6% to an estimated $290.6m. It was followed by Apple, whose B2B expenditure leapt 39% to an estimated $218.1m, and AT&T, up 6.6% to $201.3m.

The top ten B2B advertisers were rounded out by, in order, Verizon Communications, Google, Samsung, IBM Corp., Berkshire Hathaway, Intuit and Office Depot.

More Online Publishers Let Readers Fill the Space

The New York Times

To most English speakers, “platform” is a noun. But among news organizations, it is quickly becoming a verb.

For publishers, the new meaning of “to platform” is something akin to: Take a traditional media company and add technology that allows readers to upload digital content as varied as links, text, video and other media. The result is a “publish first” model in which a lightly filtered, or unfiltered, stream of material moves from reader to reader, with the publication acting as a host and directing conversation but not controlling it.

If it does not quite eliminate the middleman, it goes a long way toward reducing his role, and some media companies view it as a way to enhance their relationship with readers while increasing content production at minimal cost.

Condé Nast Publications, for example, plans to allow a select group of writers to start posting on its Traveler website in mid-August as part of a series of experiments involving its magazines. At Time Inc., Entertainment Weekly has television fans posting updates on their favorite shows, and at Gawker, readers can engage with each other as well as with writers, completely uncensored.

There is broad range to just how much latitude readers get. USA Today still screens all the posts on its reader-powered publishing platform. People magazine has a feature that lets celebrities post freely to its website but only in an area under their own names. But in whatever form it takes, the trend is seen as unstoppable and full of risks.

“Done well, this is both inevitable and wonderful,” said Tom Rosenstiel, executive director of the American Press Institute. “Technology offers the possibility for a richer journalism today than before. This journalism is what I call organized collaborative intelligence.”

Nevertheless, “the challenge for journalists is to organize and triangulate all this input, to vet and verify and translate,” he said.

Platforming is not new to publications. Many digital publications, particularly those in niches like food or sports, have woven material posted by their audiences into their business strategy from the start. The cooking and community website Food52 has built a database of 29,000 recipes; about 90 percent of them came from readers.

Equally important, allowing readers to post their own description of a college sports game or a favorite recipe for chocolate cake is widely believed to make them more loyal and keep them on the site longer — something advertisers very much like to see.

Yet knowing these advantages, established publications, particularly those specializing in news, have flinched at making it possible for outsiders to upload raw content for fear that the publications’ reputations for reliability — which took decades to build — could be undermined easily.

Sites that are pure platforms have certainly faced such missteps; Reddit found itself in trouble after the Boston Marathon bombing when some of its users pointed a suspicious finger at someone who turned out to be the wrong man.

Read more…

THE PROGRAMMATIC ADVERTISING REPORT: Mobile, Video, And Real-Time Bidding Will Catapult Programmatic Ad Spend

Business Insider

Programmatic platforms are on pace to fundamentally reshape the entire digital advertising landscape.

These platforms are automating much of the ad buying and selling process and increasing the accuracy of execution. Programmatic technologies are helping ad buyers find the right audience at the right price at the right time.

new report from BI Intelligence finds that real-time bidding (RTB), a key piece of the programmatic ecosystem, will account for over $18.2 billion in U.S. digital ad revenues in 2018, up from just $3.1 billion in 2013.

In the report, BI Intelligence looks at the drivers of programmatic adoption, sizes up the programmatic market, and outlines the barriers that some advertisers and publishers face when adopting programmatic technologies.

Access The Full Report By Signing Up For A Free Trial

Here are some of the key takeaways from the report:

The report is full of charts and data that can easily be downloaded and put to use.

In full, the report:

Big Brands Are Driving Facebook and Twitter’s Mobile Ad Explosion

AdWeek

Twitter and Facebook are killing it with mobile ad sales right now chiefly because they are expanding their customer base from smaller direct-response and app-install players to big brands, according to industry observers. While Facebook is clearly out in front of Twitter in terms of getting packaged goods and carmaker spends (see graph below), increasing business with such deep-pocketed marketers will likely be key to each of their long-term futures.

“[Facebook is] getting these CPG companies—the Cokes and the Pepsis and the automotives —to look more seriously at their mobile advertising products,” said Rebecca Lieb, an analyst at Altimeter. “I think we are going to see a continuation of this for at least the next year or two.”

Twitter yesterday reported that it raked in $224 million in mobile ad sales during the second quarter, up from $180 million in Q1. The newest figure also represents a 36 percent jump compared to 2013′s fourth quarter, when the social media platform brought in $165 million. The San Francisco-based tech company will achieve more than $800 million in mobile ad revenue if it keeps the pace it has set in 2014 so far. Facebook’s Q2 mobile ad sales were 34 percent greater compared to Q4 2013, and it could draw a whopping $6 billion from the marketing category with a strong finish to the rest of the year.

facebook twitter mobile ad revenue 01 2014 Big Brands Are Driving Facebook and Twitters Mobile Ad Explosionenlarge button Big Brands Are Driving Facebook and Twitters Mobile Ad Explosion

“It is difficult to reach consumers on their mobile devices, and the Twitter and Facebook feeds represent two of the better opportunities for advertisers to do that,” said Jim Anderson, CEO of tech firm SocialFlow. “Put another way: Attention follows eyeballs, and money follows attention.”

And so, they follow brands such asHeinekenTideCharmin and McDonald’s, which have invested in paid ads on the social-mobile platforms. (Neither Facebook nor Twitter categorically break out, as one example, their number of CPGs vs. e-tail advertisers.)

“Everything is moving mobile as our agency is seeing a huge lift in mobile ad spend and response rates when comparing our client data from the end of 2013 to Q2 2014,” said Dinesh Boaz, managing director and co-founder of Direct Agents. “Both Facebook and Twitter are positioned so well for the mobile paradigm shift that the surge in revenues comes as no surprise.”

Alex Taub, SocialRank’s CEO, added, “I believe Facebook and Twitter’s paid mobile advertising revenues will continue to surge.”

Well, they will for a while—but probably only as long as the data warrants the spend.

“They are going to have to answer to the results,” Lieb from Altimeter said. “And I know that Facebook is very assiduously working with its largest advertisers to help them craft really compelling mobile campaigns.”

Mobile-Ad Spending Leaps, but Trails User Growth

The Wall Street Journal

After less than a decade of existence, smartphones and tablets this year will draw more money from advertisers than the centuries-old newspaper industry or the nearly century-old radio sector, a sign of just how rapidly technology is transforming media habits.

But given how much time Americans spend on their devices, mobile-ad spending could be much higher, an indication that marketers remain uncertain about the medium’s effectiveness.

Research firm eMarketer estimates that spending on mobile advertising, which includes both smartphones and tablets, will soar 83% to nearly $18 billion in 2014. Newspapers will draw nearly $17 billion, while radio will bring in $15.5 billion.

“As more eyeballs are going there in larger numbers, the dollars are starting to follow,” said Cathy Boyle, an eMarketer mobile analyst.

Still, the imbalance remains stark: American adults now spend almost a quarter of their media time on mobile devices, eMarketer estimates, yet this year’s spending growth will raise mobile’s share of the ad market to only 9.8%. By contrast, American adults spend only 2% of their media time reading newspapers but ad spending for the sector hangs just under 10% of the overall market, eMarketer estimates.

Print’s resilience reflects marketers’ preference for what they know, industry analysts say, and impact among certain retailers and luxury goods.

Radio’s share of the ad market has been eroded slightly in recent years, dropping to 8.6% this year from 10% in 2008, according to eMarketer. Television draws about 40% of adult media time and the same proportion of the ad market.

That mobile still draws a far smaller share of the ad market than of consumers’ media time reflects advertisers’ slowness to change, analysts say, as well as their unhappiness with mobile ad formats. A variety of new ad products for mobile have emerged recently that is helping jumpstart ad spending.

“Historically we’ve had these really basic, tiny little banners that were more of a nuisance,” said Angela Steele, chief executive of Ansible Mobile, a mobile-marketing firm owned by Interpublic Group of IPG -1.07% Cos. Now marketers have more options, like “native” ads that appear in stream and look like a publishers content or ads that prompt readers to go right to the app store and download a game, Ms. Steele says.

Questions about the effectiveness of mobile advertising persist. EMarketer polled a dozen marketers and digital ad experts, who gave the effectiveness of mobile display ads a “B-.” Other mobile ad formats fared better, like location-targeted ads, which received an “A-.”

“The location capabilities inherent in mobile are a big factor driving a lot of ad revenue into the mobile space,” Ms. Steele said. Marketers are excited about the idea of being able to serve ads on the smartphones of shoppers within the radius of a particular store, for example.

Other media isn’t giving up their fight for dollars. Longtime radio executive Jeffrey Schwartz, executive vice president of Yahoo Sports Radio, says that older platforms still have use to advertisers.

Read more…